Srinagar, July 14: Chief Minister Omar Abdullah today said that in order to promote repeat tourism in Kashmir, it is essential to offer something new and refreshing each time—like adventure tourism.
He was speaking at the launch of the book “Valleys of Jammu and Kashmir – A Tribute to the Soul of Jammu and Kashmir” authored by Mehmood A. Shah, Managing Director, Kashmir Power Distribution Corporation Limited, at a local hotel here.
“If we aspire to promote repeat tourism, we must recognize that tourists won’t return solely for our Mughal gardens or the Tulip bloom, nor just for the gondola rides. They return when offered something new—something refreshing each time. Adventure tourism provides exactly that. No two experiences are ever the same. The trail looks different in the morning than it does at sunset. Each trek offers a unique story,” the Chief Minister said.
Calling for preservation and promotion of the region’s historic trekking routes, he said these trails, connecting Jammu with Kashmir and Kashmir with Ladakh—are not just physical pathways, but cultural corridors of heritage and sustainable tourism.
“It is imperative that we market our trekking routes not just as a tourism product, but as part of our ecological and cultural legacy. We must not confine ourselves to markets where advisories act as obstacles. There are many countries with no such restrictions, whose tourists would be eager to explore our terrain,” he said, calling for joint efforts with Ladakh to keep traditional routes alive and accessible.
Referring to the current situation, Omar Abdullah said it was unfortunate that the book is being released at a time when many of the trekking routes described in it remain inaccessible due to recent developments.
“Reading this book evokes both admiration and sadness. Admiration for the unmatched natural wealth we possess, and sadness because we are not able to experience or share it at present. It is my heartfelt hope, and indeed my effort, that these routes will soon be reopened for our youth, trekkers and visitors,” he said.
Reflecting on his personal regret at not having trekked these trails, Chief Minister Omar Abdullah praised the author’s dedication and passion. “Mr. Shah is truly fortunate to have explored these routes over the last 20–25 years. His experiences, beautifully documented in this volume, reflect deep commitment and love for the land.”
